TiVo Partners with E-Nor and Google Analytics to Build a Better Mobile App

• Analytics & Modeling - Real Time Analytics
• Application Infrastructure & Middleware - API Integration & Management

• Telecommunications

• Product Research & Development
• Sales & Marketing

• Predictive Quality Analytics
• Real-Time Location System (RTLS)

• Data Science Services
• System Integration

TiVo Inc., a global leader in the advanced television entertainment market, wanted to supplement its existing log-based tracking solution with an analytics tool better suited to its needs and budget. The existing solution required heavy customizations and significant development knowledge, and also kept data somewhat sheltered from teams that needed to see it most. TiVo’s app for smartphones and tablets allows customers to browse and schedule recordings and download or stream live or recorded shows to their mobile device, anywhere, for on-the-go viewing. The company wanted to measure user behavior inside the mobile app, see app usage patterns by category, and understand what content is consumed and how.

TiVo Inc. is a global leader in the advanced television entertainment market domestically and abroad. TiVo creates consumer products and software to deliver a branded viewing experience that integrates traditional and next-generation TV. TiVo’s app for smartphones and tablets allows customers to browse and schedule recordings and download or stream live or recorded shows to their mobile device, anywhere, for on-the-go viewing. The company was founded in 1997 and has since been a pioneer in digital video recorders. TiVo wished to supplement its existing log-based tracking solution with an analytics tool better suited to its needs and budget.

TiVo turned to Google Analytics Certified Partner E-Nor, which specializes in helping companies establish an analytics culture that bridges the “data to decision” gap. E-Nor proposed a solution leveraging the Custom Dimensions feature in Universal Analytics to capture many of the visitor-level data elements TiVo wanted to analyze—such as device and user environment details—as a baseline for reporting user behavior. The team also designed an Event Tracking model to capture user behavior within the app, tracking every single element, including screen, button, link, click, and so on. Features such as Advanced Segments and Custom Reports were also instrumental in the project. With E-Nor’s Google Analytics solution, TiVo now also benefits from past and realtime visibility into how content is viewed (live or recorded, via WiFi network or wired connection), which content is consumed (by content category as well as by show name), and the devices that visitors use to view the content. The implementation provides a robust yet streamlined reporting interface and also makes it easy to maintain high-quality analytics throughout updates to the app.

• Simplified in-app tracking and updates to the app
• Enabled clear reports on device usage
• Provided insights into content consumed and means of consumption

• Active users increased 27% since a new product launch
• Mobile app sessions and screen views grew more than 40%
• Play sessions increased 54%